Gordon Ramsay’s Hell’s Kitchen Teams Up with the Sandbox to ‘Spice Up the Metaverse’

Celebrity Chef Gordon Ramsay has teamed up with The Sandbox to ‘spice up the metaverse’ with Hell’s Kitchen.
Image source: The Sandbox/Medium

Quick take:

  • Gordon Ramsay has jumped on the metaverse bandwagon with the Sandbox.
  • The celebrity chef is bringing Hell’s Kitchen to the immersive 3D space.
  • The collaboration will allow users to compete to become head chefs by creating new dishes, collecting recipes and more.

Gordon Ramsay is bringing Hell’s Kitchen to The Sandbox. The celebrity chef has teamed up with the Animoca Brands subsidiary to “spice up the metaverse”. The collaboration brings one of the most popular reality TV shows to web3. 

According to the announcement, The Sandbox metaverse community will be able to “create new [virtual] dishes, win competitions, collect recipes and compete for [a] chance to make it to Head Chef,” a promo text on Hell’s Kitchen metaverse hub on the Sandbox reads.

Animoca Brands announced its partnership with the celebrated chef via Twitter posting:

Hell’s Kitchen is produced by ITV studios and has been nominated five times for the coveted Emmy Awards. The show just entered its 20th season, having crossed 24 territories.

Through the partnership and with input from Gordon Ramsay, Hell’s Kitchen will offer restaurant experiences on ITV’s LAND in The Sandbox.

The collaboration also plans to offer Hell’s Kitchen-themed items, including limited edition Gordon Ramsay avatars down the line. Players and creators will be able to use those items to construct their own experiences, including creating food dishes and recipes, among others, according to a post announcing the partnership on Medium.

“There’s nothing more exciting to me than chartering new territory, whether that’s creating a signature dish, a new restaurant concept, a new show, or now a virtual experience in The Sandbox,” said Gordon Ramsay. “I’ve been fascinated by The Sandbox and its offering in the metaverse. I couldn’t think of a better platform to bring the high energy of my Hell’s Kitchen restaurant and brand.”

Hell’s Kitchen joins several leading brands that have jumped on the metaverse train with The Sandbox. American rapper and recording artist Snoop Dogg has his Snoopverse in The Sandbox, while Adidas, Smurfs, Gucci, Binance, Lionsgate, and Bored Ape Yacht Club, among others, are also residents.

The platform has previously announced partnerships with global entertainment giants Square Enix, South Korea’s Cube Ent, and Warner Music Group in a long list of mainstream brands pivoting to the metaverse.

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